Personal Selling dan Sales Promotion dalam Keputusan Pembelian Sepeda Motor di Kota Sekayu

Main Article Content

Rumbiati Rumbiati

Abstract

Pemasaran modern membutuhkan lebih dari sekadar memproduksi produk dan menetapkan harga. Akan tetapi, membuatnya dapat di akses oleh pasar sasaran dan mampu berkomunikasi dengan konsumen. Tujuan dari tulisan ini adalah untuk melihat bagaimana pengaruh personal selling dan sales promotion terhadap keputusan pembelian sepeda motor di Kota Sekayu. Penelitian ini merupakan penelitian deskriptif dan parametrik. Data yang digunakan merupakan data primer, pengolahan data menggunakan uji ANOVA (analisis varian). Teknik sampling yang digunakan adalah purposive sampling dengan jumlah sampel sebanyak 126. Hasil penelitian menunjukkan bahwa personal selling dan sales promotion berpengaruh terhadap keputusan pembelian sepeda motor di Kota Sekayu. Pemberian uang tunai dan rendahnya uang muka memberikan dampak yang besar dalam proses pembelian.

Article Details

Section
Articles

References

Alan J. Dubinsky. (2013). A factor analytic study of the personal selling process. Journal of personal selling & sales management. Vol. 1 issue 1 pp 26-33.

Badan Pusat Statistik. (2021). Perkembangan jumlah kendaraan Bermotor menurut jenis (unit), 2017-2019. Badan Pusat Statistik (bps.go.id) diakses 11 Januari 2021.

Barton, A. Weitz and Kevin D. Bradford. (1999). Personal selling and sales management: a relationship marketing perspective. Journal of the academy of marketing.

Boyd, Walker dan Larrenche. (2000). Manajemen Pemasaran. Jilid II, Edisi 2. Jakarta: Erlangga.

Daramola, GC, Okafor, LI and Bello, MA. (2014). Sales promotion on consumer purchasing behavior. International journal of business and marketing management Vol.2 (1): 8-13.

E. Genchev and G. Todorova. (2017). Sales promotion activities-effective tool of marketing communication mix. Trakia journal of science, Vol.15 Suppl.1, pp 181-185.

Fernando Jaramillo and Greg W. Marshall. (2004). Critical success factors in the personal selling process: an empirical investigation of Ecuadorian salespeople in the banking industry. International journal of bank marketing. Vol. 22 issue pp 9-25.

Gunasekharan T., Shaik Suraj Basha, and B.C. Lakshmanna (2015). A study on impact of promotion mix elements: advertising, personal selling & public relation of DTH Manufacturers on customer behavior. International journal pf Art, Humanities and Management Studies. Vol 1, No.6 pp. 20-30.

Indonesia-Invesments. (2014). Despite long termn growth, Indonesia’s sales of motorcycles fall at end 2013. Di post 7 Januari 2014, diakses pada 12 Januari 2020. Despite Long Term Growth, Indonesia's Sales of Motorcycles Fall at End 2013 | Indonesia Investments (indonesia-investments.com)

Jacob, O.O. (2019). Effect of personal selling on consumer impuse buying behavior: evidence from selected quoted foods and beverages firm in Nigeria. Global journal of management and business research: e marketing VOl.19 issue 4 pp 17-24.

Kotler dan Armstrong. (2008). Principle of marketing. Pearson Prentice Hall, New Jersey.

Kumar, Kaul Vijay. (2012). Business organization and management: text ang cases. Pearson: Delhi.

M. Ghafran Ashraf and Muhammad Rizwan, (2014). The promotional tools and situational factor’s impact on consumer buying behavior and sales promotion. Journal of public administration and governance Vol. 4 No.2 pp 179-201.

Murianki Morris Murithi. (2015). Effect of personal selling on sales: a case of woman group in imenti North District, Meru Country, Kenya. International journal of academic researchnin business and social sciences. Vol.5, No.1 pp 38-52

Neil H. Borden. (1984). The concept of the marketing mix. Journal of advertising research. Classics, Vol.II September 1984.

Roger Brooksbank. (1995). Selling and sales management in action: the new model of personal selling: micromarketing. Journal of personal selling and sales management. Vol.15, issue 2, pp 61-66.

Sunil Erevelles and Nobuyuki Fukawa. (2013). The role of affect in personal selling and sales management. Journal of personal selling & sales management. Vol.33 Issue 1, pp 7-24.

Syed Ali, A, Waqas M., Syed Aun A, Mazhar M., Muhammad F. (2015). Impact of sales promotion on consumer buying behavior in Pakistan. International interdisciplinary journal of scholarly research (IIJSR). Vol.1 No.3 pp 13-22.

V-W. Mitchell. (1992). Understanding consumer’s behavior: can perceived risk theory help?. Management decision, Vol.3 Iss 3 pp. http://dx.doi.org/10.1108/00251749210013050.